Read Section 15.3 of Chapter 15 (p. 496-505) in Principles of Marketing (PDF).

Review Section 7.2 of Chapter 7 (p. 221-234) in Principles of Marketing (PDF).

Watch the following TEDx Talk.

If the Video does not appear, check to see if a pop up blocker is keeping you from viewing it. Typically, it appears as a shield in the right hand corner up by the close button (red x).  Click on the shield, click on "load unsafe script", click on "Done", and the Video will appear.